More than half of UK adults polled admit to discarding an in-store or online purchase due to accessibility issues
September 2023 - Retail
More than half of UK adults polled admit to discarding an in-store or online purchase due to accessibility issues: A survey of Brits has revealed that just over half have discarded an in-store or online purchase due to accessibility issues, with the same amount also stating that when testing their e-commerce websites, retailers should include people of various disabilities in the process.
The survey by e-commerce agency Quickfire Digital highlighted that many people do not “consider themselves to be, or fit into the definition of disabled, yet still struggle with less obvious accessibility issues.”
The research found that 17% of these respondents have found the design journey of websites "illogical and complicated" and have felt confused about how to pay, while 16% said they have difficulty with the colours or fonts used. Other issues cited included a 'lack of personalisation’ (12%), 'lack of audible information' (9%) and 'videos missing captions so trouble understanding what’s happening' (7%)
The problem, says Quickfire Digital however goes beyond this group, with more than half the respondents polled overall (54%) saying they have faced issues with accessibility when using online retail websites.
The research found that 43% of respondents believe it would be a good idea for retailers to employ more people with disabilities to work on their websites as they may be more in tune with issue that users might face, with 37% supporting the idea of a universal web accessibility standard to prioritise inclusivity that all online retailers must follow and is government and legally mandated.
Nathan Lomax, Co-founder and Director at Quickfire Digital, said:
"Based on our results, it’s clear there’s work to be done. Simple changes can make retail websites more accessible and can help everyone, not just users with disabilities. By involving disabled individuals in website design and testing, retailers can forge digital environments that appeal to a wider audience, thereby increasing their revenue potential."
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